Assignment Marketing-segmentation,position,etc...

NATIONALECONOMICS UNIVERSITY BTEC
HNDIN BUSINESS&MANAGEMENT
ASSIGNMENT COVERSHEET
NAME OFSTUDENT Nguyễn Hùng Chiến
IBD REG.NO: 101201115
UNIT TITLE MARKETINGPRINCIPLES
UNIT/UNIT CODE Unit4:F/601/0556
ASSIGNMENT TYPE 1of 2(IndividualReport)
NAME OF LECTURER/TUTOR Mr.JEFFERYLIM /Ms.Nguyen KhanhVan
SUBMISSIONDEADLINE October1st
Tuesday,2013(Ms.Lam’sOff.12hr00)
NumberofWordsCount: 3105 words not include cover sheet, content, appendix and
refences
I, herebyconfirmthatthisassignmentismyownworkandnot
copiedorplagiarizedfromanysource.Ihavereferencedthesourcesfromwhichinformationis
obtainedbymeforthisassignment.
Signature Date
FOR OFFICIAL USE
ASSIGNMENTGRAD1

Outcome Evidencefort
he criteria
Feedback
Assessor’s
decision
Internal
Verification
Understand
theconcept
processof
marketing
(LO1)
Explainthe
various
elements ofthe
marketing
process
1.1
Evaluatethe
benefits and
costsofa
marketing
orientation fora
selected
organisation
1.2
Beabletouse
theconceptsof
segmentation,
targetingand
positioning
(LO2)
Showmacro
andmicro
environmental
factorswhich
influence
marketing
decisions
2.1
Propose
segmentation
criteriato be
usedfor
products in
differentmarkets
2.2
Choosea
targeting
strategyfor a
selected
product/service
2.3
Demonstrate
howbuyer
behavioraffects
marketing
activitiesin
differentbuying
situations
2.4
Propose new
positioningfor a
selected
product/service
2.5
Merit gradesawarded M1 M2 M3
Distinctiongradesawarded D1 D2 D3
2

Outcome Evidencefort
he criteria
Feedback
Assessor’s
decision
Internal
Verification
Assignment
( ) Well-structured; Referenceisdoneproperly/should bedone(if any)
Overall,you’ve
Areas forimprovement:
ASSESSORSIGNATURE: DATE / /
NAME:....................................................................................................
(Oralfeedbackwasalsoprovided)
STUDENTSIGNATURE : DATE / /
NAME :..........................................................................................
FORINTERNALUSEONLY
VERIFIED YES NO
DATE : ........................................................................................
VERIFIEDBY:........................................................................................
NAME :.......................................................................................
3

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Case Scenario
Introduction
RocketSkatesInc.
RocketSkatesInc.(RS)amanufacturer ofroller-skateswasincorporatedinThailand,2001.
Empoweredbyhighlyqualifiedandknowledgeableteamof personnel,RSisworldwide
recognisedastheleadingmanufacturer,supplieranddistributorof worldclassskates products.
Since thefoundationoforganisation in 2001,RS havebeenservingalargenumber
ofreputedcustomers throughouttheworldcapturing fifteen percent(15%)ofthemarket shares.
InnovativeProducts:RScomprehensiverangeof productsconsistsofSkates,RollerSkates
andSpeedSkates.All typesofskatesaremadeofgenuinegradeof rawmaterial that conforms
totheinternationalstandards.RSteamofindustryprofessionalsdesignand
developeachproductwithadditionalattentiontowards the qualitysoastopresentthe
flawlessproductstocustomers.AlltheproductssoldbyRSarehundredpercentdurable
andsustainforalongerperiodoftimethat makeRSskateswidely preferredover competitors.
Pro-SeriesSkates
Fun-SeriesSkates

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RS Pricing Strategy:RSmanufactures twokeyproducts–theProSeries andFunSeries.The
ProSeriesaretargetedatprofessionalsandseriousskateenthusiasts;andtheFunSeries
arespeciallydesignedandtargetedforchildrenandthe teenagers.The premiumpricing
strategyisadoptedforalltheProSerieslineofproducts.FortheFunSerieslineofproducts
-acompetitivetypeof pricingstrategyisadoptedtocompetewithcompetitors.Both types of
pricing strategy - premium and competitive pricing are in line with the company’s
businessobjectivestomaketheirskatesproducts reachableforall.
RS RetailsChain:AlllinesofRSproductsareonlysoldthroughauthoriseddealers’sports
shopsavailableinmajor cities.Theretailsshopsarespeciallydesignedbasedona‘onestop
concept’whereconvenience,comfortandprofessionaladvicesareavailableforallrange of
customers.Inaddition, RShavegreatreputationasthemostreliableafter-salesservice
providerforallitsrangeofproducts.RSproductscomewithatwelvemonthswarranty
againstdefectivepartsandfreeservicesforthe 1st
–timeproductsservicing.
RSPromotion:Whilemostoftheavailable promotional-mixisused, thekeyfocus forRS
productsareadvertised throughsportschannels,sportsillustratedmagazines,andskating events
sponsorship. The company also sponsored a sports TV programme where
professionalandamateurskatersalikeareinterviewedandgivenanopportunity to demonstrate
their skills and talents in skating. The programme has received positive
respondandinterests towardskatingasasportorsimplyforfun.
RS FutureExpansion:Withthesuccessfulmarket growthandacceptance ofRS brandinthe
internationalmarkets,thecompany plantoinvestandsellsits products,andfurtherspread and
promotethe interestinskatingasasportsinVietnam.Thecompanyintendedtolaunch
theironestopconceptretailsshopinHanoicity,DaNangcityandHoChiMinhcityby March,2014.
*Theabovecasescenarioandcontentarecreatedsolelyfor
academiclearningandassessment
purposesonly.Studentsareencouragedtolookforadditionalinformationandcompar
isonwith othersimilartype ofcompany.
AssignmentBrief:
Youare towriteareport whichrecommendsan overallbestpracticeof marketingapproach forRS
RocketSkatesInc.Thestructureofyourreportmusthaveanintroduction,relevant contentsanda
properconclusionwhichclearlyindicateyourunderstandingandability to applyyourknowledge
ofthebasicmarketingconcepts,processandimplementationof marketingdecisions.
Thefollowing tasks tobeanswer:
LO1(1.1) Explain eachoftheelementsof themarketingprocessneeded to be considered by RS
Rocket SkatesInc.inordertosuccessfully penetrateintoVietnam?
LO1(1.2) Evaluatethe benefits and costsof amarketingorientation approachforRS
RocketSkatesInc.?
LO2(2.1) Showwithdetailsmacroandmicro factorsthat caninfluencemarketing

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decisionsof RS RocketSkatesInc.?
LO2(2.2) ProposesegmentationcriteriatobeusedforRSRocket SkatesInc.in difference
markets?
LO2(2.3) Chooseatargetingstrategysuitable forRS RocketSkatesInc.?
LO2(2.4) Demonstratehow buyerbehavioraffects marketingactivitiesindifferent buying
situationsforRS products?
LO2(2.5) Proposeanew positioning strategy suitableforRS Rocket SkatesInc.?
GRADING
Pass is achieved by meeting all the requirements defined in the assessment criteria.
Merit Identify andapply strategies tofindappropriatesolutions (M1)
Characteristics / Possible Evidence – using effective approach to study
conceptandmarketing processes,andthebenefitsandcostsofamarketing
orientation.
Select and applyappropriatemethods/techniques (M2)
Characteristics/Possible Evidence–arangeofmethodsandtechniques have
beenappliedtomacroandmicro-environmentalscanning, segmentation criteria,
targeting strategyandbuyer behavior,andnewpositioning appropriate.
Presentand communicateappropriate findings (M3)
Characteristics / Possible Evidence– Anappropriate structure and approach
has been used to write a professional marketing reportanda range of
methodsof presentationlikecharts, diagrams, graphs areused.
Distinction Usecriticalreflectiontoevaluateown work andjustify validconclusions (D1)
Characteristics/PossibleEvidence–creationhasbeenusedtogenerateand
justifyvalidcommentsandalsoevaluationhastakenplaceusingdefined criteria
onmarketingviabilityforRSRocketSkates Inc.
Takeresponsibilityformanagingandorganizingactivities (D2)
Characteristics/PossibleEvidence–substantialinvestigations havebeen
planned,managedandorganizedin theprocessofmarketing,environmental
scanning,segmentation, targetingandpositioningoftheproductsin the
desiredmarkets.
PRESENTATIONFORMAT
1.Theassignmentshould haveacoverpagethatincludes theassignment title,
assignmentnumber,coursetitle, module title, Lecturer/Tutor nameandstudent’s
name.Attachallthepagesofassignmentbrief/coversheetwithyourreportand
leavethemblank forofficial use.
2. Ensure that authenticitydeclarationhasbeensigned.
3. Thisisanindividualassignment.
4. Contentsheetwithalist ofallheadingsandpagenumbers.
5. Afullytypedupprofessionallypresentedreportdocument.Use12pointArialor
Times New Romanscript.

7
6. Yourassignmentshould beword-processedandstrictlyNOTexceeding3,000words
excludingreferences.Thenumberofwords countMUST be indicatedatthe
assignmentcoverpage.
7. Use theHarvard referencingsystem.
8. Exhibits/appendicesareoutsidethislimit.
9. Theassignmentshouldbenotcontainabibliography–butshouldcontainalistof any
references usedin theassignment.
NOTESTOSTUDENTS FOR SUMMISSION
Checkcarefullythesubmissiondateandtheinstructionsgivenwiththeassignment.
Lateassignmentswillnotbeaccepted.
Ensurethatyougiveyourselfenoughtimetocompletetheassignmentbythedue date.
Donotleavethingssuchasprintingtothelastminute–excusesofthisnaturewillnot
beacceptedforfailure to hand-in thework ontime.
Youmusttakeresponsibility formanagingyourowntimeeffectively.
Ifyouareunabletohandinyourassignmentontimeandhavevalidreasonssuchas
illness,youmayapply (in writing)foranextension.
FailuretoachieveaPASSgrade willresults inaREFERRALgradebeinggiven.
Takegreatcarethatifyouuseotherpeople’sworkorideasinyourassignment,you
properlyreferencetheminyour textandanybibliography.
NOTE:Ifyouarecaughtplagiarizing,youcouldhaveyourgradereducedtozero,orat
worst,youcouldbe excludedfrom the course.

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Contents
I. Introduction .....................................................................................................9
II. Relevant contents .........................................................................................10
LO1 (1.1): Explain each of the elements of the marketing process needed to
be considered by RS Rocket Skates Inc. in order to successfully penetrate
into Vietnam?..................................................................................................10
LO1 (1.2): Evaluate the benefits and costs of a marketing orientation
approach for RS Rocket Skates Inc.?..............................................................13
LO2.1: Show with details macro and micro factors that can influence
marketing decisions of RS Rocket Skates Inc.? .............................................14
LO2 (2.2): Propose segmentation criteria to be used for RS Rocket Skates
Inc. in difference markets?..............................................................................16
LO2 (2.3): Choose a targeting strategy suitable for RS Rocket Skates Inc.?.17
LO2 (2.4): Demonstrate how buyer behavior affects marketing activities in
different buying situations for RS products?..................................................18
LO2 (2.5): Propose a new positioning strategy suitable for RS Rocket Skates
Inc.?.................................................................................................................21
III. Conclusion:.................................................................................................22
IV. Appendix....................................................................................................23
V. References...................................................................................................25

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Assignment
I. Introduction
Rocket skate Inc. (RS) is a manufacture about skate in Thailand, RS
company has established since 2001, and now this are 12 years, from the small
company, recently, they are a big company in Thailand, has 15 percent of the market
shares.. Furthermore, they are leading manufactures, supplier of the world about skate.
Orter lattgrert] the cpanaty company, t become a big arroudnd. All types
of skates are made by professional between design and develop the product quantity.
- RS Pricing Strategy: RS company have two main keys of product, that
are Fun-series and Pro-series. The Fun series are suitable for young people who lack or
start playing skate. Besides, The Pro-series are suitable for luxury customer who want
to have specially designs, and values in products.
The process of marketing the company's RS is highly professional, so the
product should borrow strategies may be higher. the marketing of the company created
the convenience, comfort million investment and the development of the outlets of the
company.
In the near future, the company plans to invest in a completely new
market and Vietnam's potential, and projected RS brand will appear through three retail
stores in Hanoi, Ho Chi Minh City, Da Nang in 2014.

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II. Relevant contents
LO1 (1.1): Explain each of the elements of the marketing process needed to be
considered by RS Rocket Skates Inc. in order to successfully penetrate into Vietnam?
RS Company is a large company with a long tradition in Thailand and until
this point has been 12 years. But Vietnam is a new market, a mix-market, a whole new
market for sport Skates. So having an excellent marketing process is the most important
thing for the company RS to get the success in introducing products to consumers in
Vietnam market.
1. Analyze:
Vietnam and Thailand are two completely different markets. So the market
analysis here is completely different. Going into detail, in Vietnam, rocket skate a new
sport, risky and suitable for young people who are passionate about the challenge. To be
able to get big traffic to the company's shop, RS need to open a pilot store in Ho Chi
Minh city or Ha Noi city before. Why is Ho Chi Minh and Ha Noi City before, because
there are simply densely populated in the country, the play spaces for young many and
varied. Besides, at the present time, the two companies have also invested skates into
Vietnam markets as Flying Eagle and Bamskateshop. These are two of the Chinese and
UK manufacturers specializing in skateboard.
-Bamskateshop: there are only 4 branches shop in Ho Chi Minh city. In terms
of pricing, stores have many products with different prices, variety series, design quality
is pretty good assessment. The only minus point is its only store in Ho Chi Minh City

11
(http:patin.vn)
Price: 2.000.000VND
-Flying Eagle: with the same minus point, Flying Eagle have just only store in
Ho Chi Minh city. Flying Eagle Skate only services for the customer who want to be a
professional with luxury skate, so price of UK’s brand is not cheap
Looking standpoint customer
needs, and market trends, young
people are missing the skateboarding
products in Hanoi. This will
probably be an advantage for the RS
company to invest in market is
fertile. One of the first store in the
center of Hanoi, with good quality,
gives users two distinct product
lines: Fun series and Pro series will
make sure to attract a large number
of customers.
2. Strategy:
Strategy customer: Entering into a completely new market, every company
interested in their customers, what target customers of the company's RS is? That is
customer loyalty, RS company need to have the specific strategy to bring its many
loyal customers. Because they are the most profitable investment, they will buy more of
their products, besides maybe they will also introduce their friends to the product. So
that customer loyalty must be the top strategy of the RS company
Strategy Price: To be successful in a new market, RS company should have a
clear strategy and clear aim to create long-term competitive advantage to rivals. With
the two key products series are Fun and Pro the manufacture want to follow the
different customer. Firstly Fun-series are targeted children and the teenagers who the
first playing Skate. Secondly Pro-series are specially designed for professional who has
more experience in this game. Furthermore Price is other key strategy of RS company.

12
They want all of their customer must have ensure the absolute safety and have more
choices in price. Consequently, the premium pricing strategy is adopted for all the Pro
Series products and Fun Series have competitive price.
Strategy in Future: RS company wanted to increase stability, gain confidence
in the customer's mind in Vietnam, wants people to accept them as an international
brand. The company expects to invest and sell their own products, thus spreading and
promoting the interest of the customers in Vietnam to skate as a sport art.
3. Plan and Execute:
These questions will be the goal of building RS company’s marketing plan.
A successful RS company’s marketing plan to fully answer 7 questions
Question 1: What is your marketing purpose?
Question 2: What is your target market?
Question 3: What are your strengths?
Question 4: The benefits and competitive advantage is what?
Question 5: What is your business features ?
Question 6: You will use these tactics, strategies and tools to implement
marketing activities?
Question 7: You will spend how much money on marketing activities;
budget for your marketing is how much?
Plan of RS
• Understanding the market and competitors: new market with 2
compertitors
• Customer insights: youth and skate enthusiasts have influence
on company RS
• Choose the one appropriate segment: urban like Rocket skate
than rural
• Develop a marketing message: "one stop concept"
• Way of maketing RS company choose: advertising,internet,FB
• Set sales goals and marketing
• Marketing budget
Prepare
Excute
• RS company should do the Maketing in small scale with one
store, combining advertising in TV or in Internet.
• If the first store brings high performance, RS comapany should
open more branch in Hanoi and other cities in Vietnam

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LO1 (1.2): Evaluate the benefits and costs of a marketing orientation
approach for RS Rocket Skates Inc.?
With a Marketing approach is marketing concept, customer-company RS is the
most important factor, the product should be based on customer demand. Company RS
Vietnam market access by the assertion of the brand and quality of company products.
As a leading manufacturer of Rocket Skate, supplier and distributor of products world
class skis, RS confident will bring the best service to customers in Vietnam. With its two
product lines is Pro-series and Fun-series(All types of skates are made of genuine grade
of raw material that conforms to the international standards), RS company service
enough for the needs of different players, from amateur to professional with competitive
price. And a special company that RS is the way they distribute their products, All lines
of RS products are only sold through authorized dealers’ sports shops available in major
cities.
From the overview, RS company may be have two marketing orientation
approach like as Marketing concept and Product concept. However Product concept in
RS company is not fulfill. Because product concept enhances the quality, performance
(What the customer needs) and innovation efforts. In case study, RS company’s
information shows that they took care about quality and performance. In more detail,
they have two series of their product are Fun-series and Pro-series for two kind of
people. It’s quality and performance. But case study does not mention to the innovation
of RS company. Thus marketing orientation approach of RS company is Marketing
concept.
Benefit RS Company
Product benefits RS company provide the satisfaction the customer from
their quality productsthereby increase sales of the
company, bringing in profits for RS
Service benefits Increase the supplier-customer relationship to be wider
and promote the transaction process.
Image benefits Having a good marketing and good product quality is an
important step towards the development of the RS
company's image in Vietnam and next step is the other
national’s image, and reach to the new market in the
world
Relational benefits RS company finding its own loyal customers in Vietnam
and connecting customer with organization
Cost of RS company
Money, time and energy cost: “The firm obtains revenue and incurs
costs by providing benefits” (Marketing principle-page 67). to have successful,
profitable, the first thing that companies should do not spend money, time and effort. RS
company needs to find out what their customers like, want anything in the company's

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products. That is the cost and time to do customer research. Besides, the company also
takes time and money to recruit trained staff. Customer research and manpower
recruitment are two important factors that RS company need to have
Psychological cost: is the reduction of cost When the change in
purchasing decisions of customers by companies providing a full range of information
related to products, prices and detailed composition, production, etc. for goods
LO2.1: Show with details macro and micro factors that can influence marketing
decisions of RS Rocket Skates Inc.?
1. Micro Factor Marketing:
Strengths Weaknesses
-A new company with the
professional in Thailand and in the
world
-Variable product and competitive
price, different designs
-All products are original and are
made by raw materials that conform
to the international standard.
-Lack of experience whenthe first
invested in Vietnam
-Have no loyal customers
Opportunities Threats
-Vietnam is one of the developing
economies in Southeast Asia, has an
open door policy, so the company
will enter the market RS Vietnam
easier
-In Vietnam, people tend to use high-
quality products, eye-catching and
beautiful. in Vietnam, having many
Supermarkets of Thailand, it's easy to
introduce RS products
-Different competitor companies,
specialism from China’s products
and UK’s products
-RS The company's products are
professional products, but in Vietnam
the lack of places to play sport,
young people often have to slide on
the road quite dangerous. Few
investors are willing to invest a
playground for the young
professional
- The Vietnam’s weather is not good

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2. Marco Factor Marketing:
Political analysis:
Thailand is a country with the political instability, frequent disputes
between political parties. In contrast to that, Vietnam is a perfect market for investors
like RS company because the mechanism is a party leaders. The people here love peace,
country does not have war. If RS company invests in Vietnam, they will have a stable
future, don’t need worry about distribution product.
Economic analysis:
-In Vietnam, income per capita annual growth, income per capita
annual growth demonstrates the living standard of the people of Vietnam annual growth,
for avoid prevent product from
musty.

16
to many people in the middle class and richer, poorer less. Thus people in Vietnam will
interest in playing skate. In addition, the CPI in 2012 increased compared to the previous
year, indicating the purchasing power of the people is rising by annual
- The marketing scale:Vietnam is a country with a population
increase, reaching a total of nearly 90 million people, the population structure of Young
labor. And that is the strong point for the RS company may develop in Vietnam because
Rocket is a sport skate fit youth.
- The number of workers in Vietnam so much more, this is the basis
for future GDP growth. When access to the Vietnam market, company RS can easily
find the qualified employees. In addition, the number of women workers is relatively
large, this is the object that RS marketing company need most to marketing, because
they are the people who willing pay money to but rocket skate
Technological analysis:
- RS company should have a system to save the people who have
bought their products. This will cornerstone to review Loyalty Customer.
- RS company should focus on paying by bank card because in
Vietnam, people like to pay their money by card.
Environmental and Social analysis: have less impact analysis to the
RS company should or should not invest in Vietnam
Legal analysis:
-Vietnam’s legislature confirms they will reduce the corporate
income tax rate in 2013. The tax will cut from 22 to 25 percent to encourage the
investment of foreign company.
-Prime fashioned review identified nine types of goods and services
sold to companies in the EPZs, such as insurance, banking, postal, telecommunications
... VAT tax rate of 0% instead of 5% as Decree 158/2003.
LO2 (2.2): Propose segmentation criteria to be used for RS Rocket Skates Inc.
in difference markets?
Market segmentation must focus on the marketing mix (4P’s), RS company
may divide its market based on three types of customers, customer groups, customer
groups based on needs, target customer. Criteria of marketing segmentation for RS
company are geographical, demography, psychographic, behaviorism. Firstly,
geographical, RS company will take the store in three big city ( Da nang city, Ha noi
city, Ho Chi Minh city ). This is good for RS company for distributing products easily.
Secondly, demography, RS company should focus on younger customers. Because they
are willing to pay money to get RS company's products, because they are interested in
the design and quality of the skate. Thirdly, psychological, If RS company want to sell
more and more and products in Vietnam, they need to create crowd effect. Because all
people in Vietnam have psychological curiosity when they see a crow. Lastly,
Behaviorism is the same life style, trends of customers who are followed by RS
company.Based on the actual situation, with a potential market like Vietnam, RS
company should combine geographical and demographical so there may be a market
segmentation strategy in Vietnam. This combination for the RS company a new vision, a
customer orientation and age appropriate for the company's products

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LO2 (2.3): Choose a targeting strategy suitable for RS Rocket Skates Inc.?
From the manager Marketing’s view of RS company, a targeting strategy suitable must
be accessed by the point of marketing mix coordinate with differentiated. And the most
important thing is creating more loyal customers to RS company.
Place: the manager should retail the office or store near playing
place.
Price + Product: From general and best view RS company should
choose the differentiated strategy. Recently, In the world, Apple is a big company, their
strategy is differentiated. They just focus on the product, quality of their service,
product. They want their product to become the best in the world, they add more value
into their product, if the customer love that, price of product will not be a problem,

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Apple will be price maker. Apply for RS company, they should take care more and more
about their product, if the customer in VN love RS product, they will pay any money to
buy that. To more detail product of RS company, they have two kind of products are
Pro-series and Fun-series. If the choose their strategy is differentiated they should focus
on Pro-series. RS company add more and more value in Pro-series to make attract by
young customer, they will buy it even Pro-series are too expensive.
Promotion: Advertising is the best way to introduce RS’s product to
customer.
People: RS company should use entrepreneurial structures, all power
around the owner manager for easy to control employees.
Process: In the first time, RS company use the products that were
bring directly from Thailand. After getting achievement in Vietnam, they should take a
factory in here, company will discount the price to travel product from Thailand to
Vietnam
Physical Environment: Facilities of store, company that manager
should take care. From designing view of store with air conditional, etc. RS company
target is equip facilities for customer to be satisfaction.
LO2 (2.4): Demonstrate how buyer behavior affects marketing activities in
different buying situations for RS products?
A. B2C (Business to Customer)
Choosing Pro-series are the main products to develop the RS company in
Vietnam. Above model is SPR (SOR) model-customer to show how buyer behavior
affects marketing activities of RS company.
Stimulus
Process
Response
Culture
Social influence
Reference group
Marketing mix
Psychological factors
Physiological factors
Perceptions and feelings
Attitudes and beliefs
Buying behaviors
Buying practices

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1. Stimulus:
Factors affecting stimulating of consumers to buy such RS products must
tell culture, social influence, reference group and marketing mix. Perhaps influenced by
factors that are most important are social influence and marketing mix with the below
details.
2. Process:
Regarding Maslow’s Hierarchy of Needs
3. Response:After having particular analysis about the marketing,
customer will having response with market. This is called is B2C of marketing.
This is time that customers choose the product or company is at the
company's marketing process give the results. Based on all these factors, firm-level
information about the product, it is time the customer has decided to spend the money to
buy the pro-series products of companies or not.
Psycholog
ical
factors
Motivation
Learning
Attitudes
Perceptio
n
Need
recognition
Information
search
Evaluation
of
alternatives
Purchase
decision
Post-
purchase
evaluation

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B. B2B (Business to business)
When marketing to business, the logic of the product by focusing more on
functional characteristics. Emotional factors in the decision process usually does not play
an important role. Therefore, with B2B, there are factors influence organizational buying
behavior with RS’s product
- Environment forces: Economic outlook: domestic and global of RS
company
- Organization Forces: Goal, objectives and strategies of RS company
It is from the above factors, a business customer can evaluate and purchase
decisions of the company RS
OrganizationBuyingbehavior
Environment Forces
Organizational Forces
Individual Forces
Group Forces
Problem
Recognition
General Need
Description
Product
Specification
Value
Analysis
Supplier
Search
Proposal
Solicitation
Supplier
Selection
Order-routine
specification

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LO2 (2.5): Propose a new positioning strategy suitable for RS Rocket Skates Inc.?
Current position strategy of the company RS is so simple, so look on the
aspect as a marketing people, company need to change their strategy confirm position in
the market in Vietnam
Product and Price Positioning Strategy:
“High Price”
“Low Price”
With two major product lines, RS company can assert its position in the
market through product, price and quality of the product. Products of RS company are in
both the mid-range segment and luxury segment. Luxury goods, the quality and the price
is also high. With mid-range segment, the product will have cost less than luxury but the
quality will not high. However the provision of adequate information and the quality of
the product, combined with the suitable marketing strategy, RS company can fully assert
its position on the Vietnam market.This approach can make a difference in the brand for
the company's products, the advantages of this approach in the long term and short term
will help the company gain trust from customers. That is the best positioning strategy for
the RS company.
“Low Quality”
Pro series
“High quality”
Fun series

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III. Conclusion:
In sum up, this assignments provide the most objective assessment of the
marketing problem when a new company invest in Vietnam's market, specially
companies RS company, a company with professional in skate. Looking perspective
to marketing professionals, RS company has full weaknesses, strengths and
opportunities and threat for development in Vietnam with customer segment diversity.
Vietnam is a new market potential, development in Vietnam will also help the RS
company can trade with different markets and expanding business in the ASEAN
region.

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IV. Appendix
LO2.4:
1. Stimulus:
With a product line of the company Pro RS , stimulating young people to buy
products not difficult . That depends on the Cultural Factors . First to mention is that
personal preferences of the young when they want to own a luxury branded product RS .
Besides, not to mention the crowd effect . If in a group with the same interests , the same
view , play together and someone purchase a RS products, make sure the other members
will also buy products company Pro -series . It is not too unusual in Vietnam, while the
appearance and Facebook community page will have more young people known for RS
skate brand if a member who has more followers of that community to share information
like " I bought the Pro -series products , and it is best skate I have ever love" (Reference
groups plus secondary groups). In other case of social factors, primary groups, in a family
have two kid or twin kid, one child buy RS product, the other still buy it.
2. Process:
Regarding Maslow’s Hierarchy of Needs
1) Self-Actualization: a consumer's self-development and realization
2) Esteem: a consumer's sense of self-esteem, self-recognition, and
social/economic status in the world
3) Social: a consumer's sense of belonging and feeling loved in their
environment
4) Satisfaction: a consumer's sense of security and level of protection in their
environment
5) Physiological: a consumer's basic need for food, water and shelter
The level of demand increases from 1 to 5. RS company need to remember that
motivated people are ready to buy. This is a hierarchy of satisfaction of customer. RS
marketer should find their information about customer where they are to have a suitable
process. Because, Skate is a sport, with the customer, when they satisfaction general
needs like food, water, love, family, etc. they will think about playing sport.
Next to the perception, “How a consumer determines what they will buy is heavily
influenced by their perception of the situation they are in at that moment in time”
http://marketmedialife.blogspot.com/2012/11/marketing-101-pyschological-factors-
of.html . One of the most massive forms of environmental stimuli is advertising. RS
company should create a special ads and a slogan. Slogan and ads is very important,
because it helps customer to remember this product. For example, Sony’s Slogan “Make.
Believe”, Apple’s slogan “Think different”.
3. Response:
After having particular analysis about the marketing, customer will having response
with market. This is called is B2C of marketing.This is time that customers choose the
product or company is at the company's marketing process give the results. Based on all
these factors, firm-level information about the product, it is time the customer has
decided to spend the money to buy the pro-series products of companies or not.
A. B2B (Business to business)
When marketing to business, the logic of the product by focusing more on
functional characteristics. Emotional factors in the decision process usually does not play

24
an important role. Therefore, with B2B, there are factors influence organizational buying
behavior with RS’s product
- Environment forces: RS company choose Pro-series is the main product,
a promising product line while developing in Vietnam. In Thailand, the RS has a certain
image in the eyes of consumers, now expanded to a customer is business, frankly, not
only in Vietnam, Pro-series has many prospects development in the world
- Organization Forces: RS company want to start with premium product
like Pro-series to begin the scale become a big company about skate in Vietnam. Besides
RS company want people think skate as the sport, a new sport.
- It is from the above factors, a business customer can evaluate and
purchase decisions of the company RS
LO2.3:
• Place: the manager should retail the office or store near playing place.
For example, as the RS company’s plan, they will take place at three big cities in
Vietnam are Ha Noi, Da Nang, Ho Chi Minh. But the question is Where is the store in
that cities. Like a manager’s marketing of company, RS company should take their place
near Mi Dinh stadium, Thong nhat park or somewhere are same. Because when the
customer buy their product, they can have a good views and good place to try
immediately.
• Price + Product: From general and best view RS company should
choose the differentiated strategy. Recently, In the world, Apple is a big company, their
strategy is differentiated. They just focus on the product, quality of their service,
product. They want their product to become the best in the world, they add more value
into their product, if the customer love that, price of product will not be a problem,
Apple will be price maker. Apply for RS company, they should take care more and more
about their product, if the customer in VN love RS product, they will pay any money to
buy that. To more detail product of RS company, they have two kind of products are
Pro-series and Fun-series. If the choose their strategy is differentiated they should focus
on Pro-series. RS company add more and more value in Pro-series to make attract by
young customer, they will buy it even Pro-series are too expensive.
• Promotion: Advertising is the best way to introduce RS’s product to
customer. Manager of company should use hi-tech or social network to introduce their
product because the main customer is young people. Besides, when they open the shop,
they should have sale promotional per month to attract the customer. One side, RS
company may focus on the main customer is Royal customer than other customer to
encourage the customer to be royal customer.
• People: RS company should use entrepreneurial structures, all power
around the owner manager. Because RS company is the new company in Vietnam, begin
growing, this structure is really good. Besides, when interviews employees, they must
notice with attitude of employees when they service customer.

25
V. References.
References
Anon., 2012. [Online]
Available at:
http://www.mof.gov.vn/portal/page/portal/mof_vn/ttsk/3312584?pers_id=21770
92&item_id=80619834&p_details=1
[Accessed 29 september 2013].
Anonymous, 2013. [Online]
Available at: http://www.empowernetwork.com/bimbim/blog/5-secrets-to-
build-your-customer-loyalty/
[Accessed 29 September 2013].
Ngọc, M., 2013. [Online]
Available at: http://baodientu.chinhphu.vn/Gop-y-Hien-ke/GDP-binh-quan-dau-
nguoi-dang-tien-toi-moc-1900-USD/178582.vgp
Ltd, B. H., 2013. [Online]
Available at: http://www.boldhorizon.co.nz/market-positioning.php
[Accessed 25 September 2013].
A.I.O.U.PAKISTAN, 2010. [Online]
Available at: http://www.slideshare.net/waseembhatti/the-marketing-concept
Dave Samuels, D. M., 2013. [Online]
Available at: http://smallbusiness.chron.com/examples-positioning-strategy-
marketing-10166.html

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